Our first thought on last weeks IBOUSA conference in Denver is, ZOOM has been a necessary and productive means of communication during the pandemic, but it is no substitute for gathering together in person, to share ideas, catch up on friendships and learn together as an industry.  It was truly a pleasure to be together. Hope you all felt the same.

Insider has been reflecting on the conference and wanted to provide three themes from the conference based on the presentations and conversations.

An emphasis on collaboration and cooperation – The IBOUSA, led by Chris Cowlbeck, has understood the need to work cooperatively with the larger publicly traded OOH companies as well as the OAAA.  That trend is continuing as Anna Bager, CEO of the OAAA, Andy Sriubas, the Chief Commercial Officer of Outfront Media  and Ken Klein, EVP of OAAA. were in attendance and part of the presentations.

Revenue, Revenue, Revenue – In general, attendees were bullish on revenue.  Many operators spoke about the success they had in working with businesses on employee recruitment advertising.  With many businesses ramping up their post-pandemic operations in a government environment that pays many eligible workers to stay home, you need to be talking about the benefits of billboard advertising.

Along with revenue opportunities from our existing billboard plant, Chris gave a presentation on the Frequence program, that provides additional revenue for your company through selling on-line advertising.  There are operators having success in on-line and Insider plans to dig into the details with them next week.

You need to understand Measurement – To Insider, this is beginning to feel like the industry conversation we had on programmatic in 2019. The ability for customers and agencies to have a consistent and trusted method to evaluate the value of OOH as compared to other media advertising platforms  can be the game changer that can lead to increasing revenues.  There are lots of questions to be answered and expect a number of options. OAAA is currently evaluating guidelines and the IBO will be coming out with their recommendations soon.  Comscore is a recent entrant to providing measurement service to OOH and they may be a factor too.

If you want to share another key theme from the convention, feel free to pass along to Insider on the form below.

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